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Freed from the old school idea of unilateral control, marketing today goes beyond traditional creative publicity, the impact of promotions or institutional relations. The most successful marketing engages and exists in the lives of those to whom it is directed. This month's Inspiring Ideas features a selection of today's most influential figures in marketing discussing some of the implications of these new trends in how brands communicate and connect.
Chris Stanley – Editor HSM Inspiring Ideas
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Tips from the Top
One of the most essential characteristics of successful marketing is to give the product a property of adhesiveness. In Chip and Dan Heath's New York Times and Wall Street Journal bestseller Made to Stick, the brothers discuss the keys to making your brand and products sticky; to send messages that are “understandable, memorable, and effective in changing thought or behavior.” When this is achieved, you create a brand with focused characteristics that your customers will keep coming back for, and ultimately stand out in a row of competitors. Here are the Heath brother's Six Principles of S.U.C.C.E.S(s).
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Million Dollar Tales
Groupon, a mass–coupon company that broke into the social media/retail scene in 2008, has grown exponentially in the past year. Fast Company recently named the business number four on their list of The World's 50 Most Innovative Companies, 2011. Whether trying this new form of social media retail marketing for your product or contemplating Groupon's first advertising error, there is a lot to be learned from this Chicago–based start–up. [Read +] |
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Delving Deeper
There isn't a handbook to be different, and it doesn't work to just copy others. In her book, Harvard Professor Youngme Moon talks about the brands that distinguish themselves from the crowd.
By Florencia Lafuente
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| MULTIMEDIA TOOLBOX |
 VIDEO Seth Godin, author of eleven books and one of business' most innovative thinkers, argues that we are entering a new era of business where only indispensable people with indispensable products and ideas (the work of a “linchpin”) will succeed. [watch video] |
| VIDEO B.J. Fogg, expert in the field of technology and persuasion, discusses the three characteristics that must converge at the same time to make a certain behavior happen: motivation, ability and triggering. [watch video] |
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